Exam 2: The Environment in Which Marketing Operates

The Following Questions are linked to this scenario: As vice-president of marketing of a major appliance manufacturer (that specializes in refrigerators and ranges), you are considering various alternative organizational forms for the marketing function. -One alternative structure would be based upon satisfying two criteria: (1) minimizing total personnel costs, and (2) having clear lines of authority and responsibility. The most appropriate organization form on the basis of these criteria is

a. Describe the marketing mix for a retailer specializing in catering parties held at consumers' home location. b. Describe the marketing mix for a used car dealer specializing in low mileage compact cars.

A retailer with a strong differential advantage can attract customers from greater distances than a retailer with a "me-too" philosophy.

A firm that looks carefully at the marketing strategy of its indirect competitors

In an oligopolistic competitive structure,

Which of the following is NOT a component in a firm's marketing mix?

A hospital supply firm has a unique computer program which facilitates reordering hospital supplies. Orders are placed directly to the wholesaler who guarantees next day delivery. This program and order cycle time represent the wholesaler's

The growth of a nation's economy is generally measured through the consumer price index.

Marketing is given an important role in a company if

While paid advertising is controllable, news stories about a company are uncontrollable by the firm.

Which of the following factors is NOT directed by top management?

After they accept an advertisement, independent media represent a controllable factor.

Federal legislation affecting marketing practices can be classified as: antitrust, discriminatory pricing, and unfair trade practices; consumer protection; and deregulation.

The interaction of controllable and uncontrollable factors determines an organization's level of success or failure in reaching its goals.

A firm's marketing mix consists of four elements: product, packaging, promotion, and price.

Which competitive structure most closely describes the bottled/canned soda industry?

A consumer survey conducted by an industrial marketer to determine the images of its multiple brand is an illustration of which part of the marketing environment?

The marketing mix involves

The goal of legislation designed to maintain "a level playing field" is to

When the senior executives at a home improvement center communicate the firm's concern for high levels of customer service and for honesty in dealing with customers (they should sell a $1 washer instead of a $100 faucet, if only the washer is needed), the executives are communicating the firm's